I go in there from time to time Mike (only down the road in Eastcote) and the folk seems nice enough. There were/are some nice 'Roubaix' on show and even the S-Works Stumpjumpers at silly money look nice under the lighting!
Once you have been lured, haggle for a free BG Fit as they have a 'studio' there to set the bike up properly. redjedi of this forum used them with some success, I believe..!
There, I have just spent a few £ of your dosh! Have fun!